Employer branding for Alshaya Poland
How to build a branding campaign for the retail industry for 4 markets?
Alshaya Group is an international franchise operator from Kuwait, managing a portfolio of over 70 global brands. The company operates thousands of points of sale in Europe, Turkey, and the Middle East, representing market leaders such as Victoria’s Secret and Bath & Body Works. The enterprise effectively adapts the global standards of these brands to the specifics of local markets, while simultaneously developing modern e-commerce sales channels.
Client's business goals
As a representative of global brands such as Victoria’s Secret (VS) and Bath & Body Works (BBW), the company needed material that would combine global strength with a local heart.
The goal was:
- To create material that shows the authentic work environment and organizational culture of Alshaya.
- To present the Great Place to Work certificate as an integral element of the company’s DNA, avoiding a typical advertising message.
- To execute the project (from the moment of application and start of talks) in 30 days due to the brand’s scheduled business events.
Why employer branding?
The company needed a tool to distinguish Alshaya in the competitive retail job market, going beyond standard recruitment advertisements. Our response was strategic Employer Branding based on authentic storytelling, because:
- Global brands (Victoria’s Secret, Bath & Body Works) are widely known, but it is the voices and daily stories of Alshaya employees that create the real image of the company.
- Instead of traditional advertising, we focused on facts and the stories of the Alshaya team. Through this, we built credibility that cannot be bought with a ready-made script featuring actors.
What we did?
We created a consistent creative concept “Belong – Discover – Grow,” which organizes the career path within the company structures.
- We developed two script variants, which allowed for quick selection and optimization of the message for business goals.
- We utilized employee potential (employee advocacy). We invited 4 people from different departments (VS, BBW, Logistics, Office) to participate to make the message more credible.
We carried out an intensive shooting day in 3 different locations in Warsaw within a single day.
- We conducted full video post-production.
- We prepared video adaptations for 4 target markets.
